Humberto Leon (a former visual director for Burberry) and Carol Lim (an ex-investment banker), best friends and business partners both 32, unveiled Opening Ceremony in September of 2002. Their concept: the Olympics. No, not cheesy promotional merch, but an actual retail version of the Olympics - a yearly contest between 15 U.S. designers and 15 designers from another nation that builds to a close with Olympic - style anticipation. "We were interested in the idea of countries, and how can we really focus on countries," Mr. Leon said.